BMW is going the Apple route. They don't may be have the most hardcore features, but it's beautifully designed and marketing strategy is pretty well executed (judging by sales success) so all in all, it's fairly easy to see what they're doing.

All these halo car projects are loss making I think, and they values they bring are 'soft' and hard to measure. In these times, it's hard for a bean counter to understand why we need these 'soft' things and M bosses have hard time arguing against them. It's like this in many fields. Some things generate revenue directly, and others aren't.

I think in face of beancounters BMW is holding up relatively OK - but we pay for this at the showroom (well those who buy new).

BMW is also the ONLY independent mass production car manufacturer in the world. They don't have hundreds of product lines to help offset all the R&D costs of any project cars that aren't a part of their core business.

BMW is also the ONLY independent mass production car manufacturer in the world. They don't have hundreds of product lines to help offset all the R&D costs of any project cars that aren't a part of their core business.

The tension between the top management on "Sport Cars" is healthy I think. You have a good amount of people on both sides of the coin to keep BMW profitable and heading in a healthy design direction.

It may seem "softness" is creeping into each series, but really it's just product diversification at its finest - more variety to adapt to consumer needs / emotions. We'll still have our "M" cars and potentially an uber "M" car in the near future to challenge at the R8 / F430 level.

The M division will have to make moves that accomodate and reflect the market to a certain extent. They don't want to be Lotus. Will the new M3 have some new luxuries we don't care about? I'm sure. But it will still deliver the Performance we come to expect.

We already know the M3/4 will be lighter and more powerful than the current E9x, and from the looks of the 4 series concept, an amazing design evolution. The outlook is extremely positive for the M3/M4 variants. My only concern is turbo lag in the new 6 cyl. FI engine, M will have to deliver magic in this respect. I've driven a X6M and it has lag without a doubt.

The tension between the top management on "Sport Cars" is healthy I think. You have a good amount of people on both sides of the coin to keep BMW profitable and heading in a healthy design direction.

It may seem "softness" is creeping into each series, but really it's just product diversification at its finest - more variety to adapt to consumer needs / emotions. We'll still have our "M" cars and potentially an uber "M" car in the near future to challenge at the R8 / F430 level.

The M division will have to make moves that accomodate and reflect the market to a certain extent. They don't want to be Lotus. Will the new M3 have some new luxuries we don't care about? I'm sure. But it will still deliver the Performance we come to expect.

We already know the M3/4 will be lighter and more powerful than the current E9x, and from the looks of the 4 series concept, an amazing design evolution. The outlook is extremely positive for the M3/M4 variants. My only concern is turbo lag in the new 6 cyl. FI engine, M will have to deliver magic in this respect. I've driven a X6M and it has lag without a doubt.

Turbo charging to gain more performance rather the naturally aspirated approach, is a hard reality. I agree as good as the new turbo engines are, there are certain characteristics of these engines (turbo lag and lack of sound) that cannot be over come. Statistically the new M3 or another future M car for that matter will be faster statistically but what of the driving experience?

Turbo charging to gain more performance rather the naturally aspirated approach, is a hard reality. I agree as good as the new turbo engines are, there are certain characteristics of these engines (turbo lag and lack of sound) that cannot be over come. Statistically the new M3 or another future M car for that matter will be faster statistically but what of the driving experience?

To further your point, better statistics do not equate to more or equal "emotional" satisfaction when driving any car. Case in point, GT-R. On paper it should be the best thing since sliced bread, but many have walked away impressed but not "moved" - I think you know what I mean. But the M3 with its seemingly lower stats get people to defect from their 911s and GT-Rs, that says something.

To further your point, better statistics do not equate to more or equal "emotional" satisfaction when driving any car. Case in point, GT-R. On paper it should be the best thing since sliced bread, but many have walked away impressed but not "moved" - I think you know what I mean. But the M3 with its seemingly lower stats get people to defect from their 911s and GT-Rs, that says something.

BMW is also the ONLY independent mass production car manufacturer in the world. They don't have hundreds of product lines to help offset all the R&D costs of any project cars that aren't a part of their core business.